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Get More and Do More at Dummies.com Start with FREE Cheat SheetsCheat Sheets include Checklists Charts Common Instructions And Other Good Stuff!To access the Cheat Sheet created specifically for this book, go towww.dummies.com/cheatsheet/facebookmarketingGet Smart at Dummies.comDummies.com makes your life easier with 1,000sof answers on everything from removing wallpaperto using the latest version of Windows.Check out our Videos Illustrated Articles Step-by-Step InstructionsPlus, each month you can win valuable prizes by enteringour Dummies.com sweepstakes. *Want a weekly dose of Dummies? Sign up for Newsletters on Digital Photography Microsoft Windows & Office Personal Finance & Investing Health & Wellness Computing, iPods & Cell Phones eBay Internet Food, Home & GardenFind out “HOW” at Dummies.com*Sweepstakes not currently available in all countries; visit Dummies.com for official rules.www.it-ebooks.info

Facebook MarketingFORDUMmIES‰by Paul Dunay and Richard Kruegerwww.it-ebooks.info

Facebook Marketing For Dummies Published byWiley Publishing, Inc.111 River StreetHoboken, NJ 07030-5774www.wiley.comCopyright 2010 by Wiley Publishing, Inc., Indianapolis, IndianaPublished by Wiley Publishing, Inc., Indianapolis, IndianaPublished simultaneously in CanadaNo part of this publication may be reproduced, stored in a retrieval system or transmitted in any form orby any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior writtenpermission of the Publisher, or authorization through payment of the appropriate per-copy fee to theCopyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600.Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley& Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for theRest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making EverythingEasier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of theirrespective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in thisbook.LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NOREPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OFTHE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BECREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIESCONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THEUNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OROTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OFA COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THEAUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OFFURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THEINFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAYMAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORKMAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN ITIS READ. FULFILLMENT OF EACH COUPON OFFER IS THE SOLE RESPONSIBILITY OF THE OFFEROR.For general information on our other products and services, please contact our Customer CareDepartment within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.For technical support, please visit www.wiley.com/techsupport.Wiley also publishes its books in a variety of electronic formats. Some content that appears in print maynot be available in electronic books.Library of Congress Control Number: 2009937279ISBN: 978-0-470-48762-4Manufactured in the United States of America10 9 8 7 6 5 4 3 2 1www.it-ebooks.info

About the AuthorsPaul Dunay has spent more than 20 years in marketing, generating demandand creating buzz for leading technology companies such as Google, IBM,Microsoft, Oracle, SAP, Nuance, Cisco, and BearingPoint. He has alsodelivered work for American Express, Motorola, Genzyme, Novartis,Citigroup, Cendant, and Ernst & Young.Paul is the Global Managing Director of Services Marketing for Avaya. Hisunique approach to integrated marketing has been recognized as the 2008Winner of the DemandGen Award for utilizing marketing automation tofuel corporate growth, and a 2007 and 2006 finalist and the 2005 winner ofthe Driving New Demand award by the Information Technology ServicesMarketing Association (ITSMA).Richard Krueger is founder and CEO of About Face Digital, a social mediamarketing agency specializing in Facebook promotions. Recognized as anonline marketing innovator, Mr. Krueger is also co-founder of Samepoint,LLC, a leading social media analytics company. He brings more than 20 yearsof experience to his roles at both companies.Mr. Krueger previously served as Chief Marketing Officer for Boonty, Inc.,a worldwide digital distributor of casual games. Prior to that, he servedas VP of Marketing and Business Development for Kasparov Chess Online,where he led marketing and brand licensing efforts for Garry Kasparov, theformer world chess champion. Before his entrepreneurial career, Mr. Kruegerworked at several top ten advertising and public relations agencies in NewYork City. He is a regular blogger and contributes numerous articles toadvertising and PR trade journals.www.it-ebooks.info

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DedicationWe dedicate this book to marketers everywhere who are in the middle of thebiggest sea change in marketing history. We believe there has never been abetter time to be a marketer, and that tools like Facebook are rewriting therules. In fact, we believe that Facebook will become the preferred platformfor marketers to acquire new customers, interact with existing customers,and sell products and services. We hope that by providing you with straightforward, step-by-step advice, as well as sharing our real-world experiencesin marketing companies via Facebook, you’ll become better at your craft andthereby take us all to levels in marketing we’ve yet to explore.Authors’ AcknowledgmentsThis project could not have succeeded without the help and support of manypeople who truly helped make this book a success.First, we would like to acknowledge our families for allowing us to pursue ourpassion for Facebook Marketing. We appreciate all your understanding andsupport throughout the time we took away from you to write this book.We would like to thank the superb team at Wiley. Amy Fandrei, who reachedout to us because of our blog and held our hands through the entire process.Susan Cohen, our project editor, who kept us on track every step of the way.James Russell, who helped us conform the book to Dummies standards. Andall the other Wiley folks behind the scenes who made the book possible.Thanks to scores of bloggers, too many to list, who kept us informed aboutchanges at Facebook and what they meant to businesses. Most of all, we’dlike to thank Facebook founder Mark Zuckerberg, and his team of youngentrepreneurs and software developers, for their vision in realizing the mostpopular online social network on the planet.www.it-ebooks.info

Publisher’s AcknowledgmentsWe’re proud of this book; please send us your comments through our online registration form locatedat http://dummies.custhelp.com. For other comments, please contact our Customer CareDepartment within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.Some of the people who helped bring this book to market include the following:Acquisitions, Editorial, and MediaDevelopmentComposition ServicesSenior Project Coordinator: Kristi ReesProject Editor: Susan B. CohenLayout and Graphics: Ashley Chamberlain,Joyce Haughey, Melissa K. Jester,Christin Swinford, Christine WilliamsAcquisitions Editor: Amy FandreiCopy Editor: Brian WallsProofreaders: Melissa Cossell,Evelyn W. GibsonTechnical Editor: Jim TrageserEditorial Manager: Jodi JensenIndexer: Beth PalmerMedia Development Project Manager:Laura Moss-HollisterMedia Development AssistantProject Manager: Jenny L. SwisherMedia Development Associate Producer:Shawn PatrickEditorial Assistant: Amanda GrahamSr. Editorial Assistant: Cherie CaseCartoons: Rich Tennant(www.the5thwave.com)Publishing and Editorial for Technology DummiesRichard Swadley, Vice President and Executive Group PublisherAndy Cummings, Vice President and PublisherMary Bednarek, Executive Acquisitions DirectorMary C. Corder, Editorial DirectorPublishing for Consumer DummiesDiane Graves Steele, Vice President and PublisherComposition ServicesDebbie Stailey, Director of Composition Serviceswww.it-ebooks.info

Contents at a GlanceIntroduction . 1Part I: Getting Started on Facebook . 7Chapter 1: Introducing Facebook Marketing . 9Chapter 2: Joining the Facebook Community . 21Chapter 3: Finding Your Way Around . 35Part II: Putting Facebook to Work . 53Chapter 4: Creating a Page for Your Business . 55Chapter 5: Developing a Facebook Marketing Plan . 77Chapter 6: Promoting Your Page . 93Chapter 7: Facing Facebook Groups. 117Chapter 8: Hosting Facebook Events. 133Part III: Strategies for Advertising Success . 151Chapter 9: Checking out Advertising Options and Strategies . 153Chapter 10: Measuring Advertising Success — One Click at a Time . 169Chapter 11: Buying and Selling within the Marketplace . 177Part IV: Riding the Facebook Viral Wave . 195Chapter 12: Dressing Up Your Facebook Page with Applications . 197Chapter 13: Hosting Your Own Facebook Contest . 207Chapter 14: Surveying the Crowd . 215Chapter 15: Reaching out Further with Facebook Connect . 223Part V: The Part of Tens . 235Chapter 16: Ten Reasons Why Your Business Needs a Facebook Page . 237Chapter 17: Ten Business Etiquette Tips for Facebook . 241Chapter 18: Ten Facebook Blogs for Business . 245Chapter 19: Ten (Plus One) Must-Have Facebook Applicationsfor Your Business . 249Appendix A: Web Links For Facebook Marketing . 257Appendix B: Protecting Your Identity in Facebook . 267Index . 279www.it-ebooks.info

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